Novomatic reflects on ICE London showcase, deems it its “most successful” show ever

Novomatic, which attended the latest edition of ICE London, taking place earlier this month at ExCel London, has now given an after-show balance of its showcase. The gaming group called the summit “three days of hustling and bustling business,” and described it as “the biggest ICE ever in every aspect.”

The event had 51,466 square meters of floor space, and its visitor count exceeded 40,000. For Novomatic in particular, it was “the most successful gaming show ever.” Alongside the success on the show floor, the company was also delighted to win two first places in key categories at the prestigious European Casino Awards.

Visitors were stunned by the entirely new and sophisticated stand design at the show’s biggest booth, introducing a new black elegance as well as granting excellent visibility to the various dedicated Novomatic floor areas for diverse industry segments and markets,” the company said.

The business showcased its land-based casino and AWP products and systems, as well as casino management systems including biometric technologies for modern access solutions and secure cash handling solutions as well as sports betting and iGaming solutions. 

At the center of the stand, Novomatic’s slogan for this year’s ICE “BLACK IS BACK” heralded the international launch of the brand new BLACK EDITION II cabinet series. 

Coined as the successor of the popular “Black Edition”, this cabinet introduces extended flexibility with three new cabinet versions: the smaller BLACK EDITION II 3.27, the extra-large BLACK EDITION II XL 3.32, and the single-screen BLACK EDITION II 149J. 

All three present exciting and sophisticated cabinet design with perfectly angled screens and a razor-sharp game presentation against the backdrop of a Black Metro finish and a contrasting LED ambient lighting concept,” the company stated.

Right at the center of the casino area, the BLACK EDITION II 1.49J showed another highlight of this year’s show display: the Candelas de los Muertos games with Señorita Suerte and Señor Muerte accompanied by a dedicated photo booth and Señorita and Señor game characters in authentic Mexican Dia de los Muertos style.

The two titles are available as single games as well as being part of the new Linked Progressive mix NOVO LINE CASH CONNECTION Edition 4 – plus, they were a key highlight of Greentube’s show display for the iGaming segment.

Another highlight of Novomatic’s ICE showcase was the new video slot slant top MASTER SL in versions 2.32 and 3.32, presenting a new choice for operators “to introduce more variety in their slot floor layout.”

In London, it launched with the NOVO LINE Interactive Editions X3 and X4 as well as NOVO LINE CASH CONNECTION Editions 3 and 4, the latter of which includes the title CASH CONNECTION Charming Lady’s BOOM. On day 1 of the show, it received a coveted accolade at the European Casino Awards as the winner of the “Best Slot Game” category.

The DIAMOND X 1.55J was on display with the XTENSION LINK Volume 1 in a banked set-up as well as in the new island set-up, complete with spacers and circular LED signage, while the multi-screen version DIAMOND X 2.32 presented the GOLDEN LINK Progressive mixes. 

Further new mixes comprised a MONEY PARTY mix, introducing these US games to the international market, an ULTRA BOOST LINK multi-game, Impera-Line HD Edition 9 as well as Series 2 of the IMPERA LINK, which was presented in the BLACK EDITION II 2.32 cabinet. 

More news was also staged in the dedicated ETG area with the slant tops LOTUS SL 1.27 and EXCLUSIVE SL 1.27 as well as the new high-speed Multi-Roulette wheel for the Novo Unity platform. 

Another first place at the European Casino Awards went to the NOVOVISION casino management system in the category “Best CMS/Software Product”. This system was presented right at the heart of the NOVOMATIC stand, “demonstrating its extensive toolset for efficient casino management.”

The functionalities include a wide range of possibilities for automation, detailed analysis and sophisticated performance optimization, taking into account all responsibilities and requirements of modern casino operations in terms of player protection, responsible gaming and reporting obligations as well as offering biometric access solutions and player tracking for live gaming tables.

Ryszard Presch and Johannes Gratzl

Ryszard Presch, Member of the Executive Board of NOVOMATIC AG, commented: “I am delighted with the resonance at the show. It proves that our development strategy in terms of hardware, as well as content and solutions for the international markets, was spot on. ICE London 2023 was a fantastic start to the year.”

Johannes Gratzl, Member of the Executive Board of NOVOMATIC AG, added: “A major show like ICE is always a huge collaborative accomplishment, and we are fully aware that this tremendous success in London is the result of the combined team effort of countless departments and staff. We would really like to say to them all: thank you and very well done.”

Thomas Schmalzer, VP Global Sales and VP Product Management NOVOMATIC AG, said: “This year’s ICE was just a tremendously successful show. It was already clear at the beginning of day 1 that the number of visitors to our stand far exceeded that of previous years. Customer feedback on our show portfolio was excellent – and the question that we heard most, was: ‘When can we have it?’”